<span lang="en">IMS entails novel business opportunities for pioneering and emerging multimedia services, such as IPTV and VoIP video call applications. However, this strong commercial interest on this promising convergent IMS environment is balanced by the lack of efficient user/customer-centric network management mechanisms. ADAMANTIUM proposes an IMS-compatible Multimedia Content Management System (MCMS) focused on performing dynamic cross layer adaptations for optimization of the user experience in terms of perceptual quality for media services. This multimodal management system will be applied in an integrated and coherent way along all the network layers and delivery-chain nodes based on a user/customer-centric approach rather than a typical engineering one.</span>